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• Contents
• Foreword
• Introduction
• Chapter 1: WHAT IS NEWS?
• If It Bleeds, It Leads
• Social Media Raises the Stakes
• Much Can Go Wrong
• Biojax Part 1: The Dynamics of an Interview
• Telling Your Story
• The Public Is Losing Trust
• The Media Training Model Is Broken
• Chapter Talking Points
• Chapter 2: YOU ARE THE STORY
• When Reporters Make Contact
• Image Consciousness
• Building Trust
• The Value Compass
• Biojax Part 2: The Value Compass in Practice
• Chapter Talking Points
• Chapter 3: HOW TO ADMIT BAD NEWS
• Bad News Basics
• Providing Reasons to Trust
• The Problem Solution Formula
• Biojax Part 3: The Problem Solution Formula in Practice
• Chapter Talking Points
• Chapter 4: CRAFTING COMPELLING MESSAGES
• Messaging Maxims
• Media Message Types
• The Compelling Message Creator
• Biojax Part 4: The Compelling Message Creator in Practice
• Chapter Talking Points
• Chapter 5: DELIVERING YOUR MESSAGE
• Slow Your Racing Brain
• Body Language Speaks
• Vocal Motion
• Optimizing Message Delivery
• Messages as Mantra
• Message Delivery Development
• Biojax Part 5: Message Delivery Skills in Practice
• Chapter Talking Points
• Chapter 6: WHEN THE GOING GETS TOUGH
• Surprise Encounters
• When the Problem Is Bigger Than You
• When You Say Something Stupid
• Be Prepared to Sincerely Apologize
• Biojax Part 6: An Interview Done Correctly
• Chapter Talking Points
• Chapter 7: TWENTY WHAT-IFS
• You Don’t Know What to Say
• You Shouldn’t Answer at All
• You Have to Be Careful When Answering
• It’s a Trick Question
• Quotus Interruptus
• Sign Off
• Appendix: Media Messaging Toolkit
• The Value Compass
• The Problem Solution Formula
• The Compelling Message Creator
• Notes
• Acknowledgments
• The Authors
• Index